The New Zealand Advertising Standards Authority (ASA) has launched a public consultation on the revision of its general rules on advertising to children – currently defined as individuals under the age of 14 - and of the specific rules on food advertising to children. The review is one of the initiatives announced by the government at the end of last year as part of its Childhood Obesity Plan. In New Zealand, as in many countries, political demand for greater regulatory control on advertising of food and beverages (and advertising to children generally) continues to increase and significant public health interest in this review is expected.